NatMags closes ZM but links brand to revamped Esquire

The National Magazine Company has closed ZM, the men’s health and fitness title, but the brand and some of the content are being transferred to a new-look Esquire.

The National Magazine Company has closed ZM, the men’s health and

fitness title, but the brand and some of the content are being

transferred to a new-look Esquire.



ZM’s editor is leaving but NatMags’ deputy managing director Duncan

Edwards said there would be no redundancies in ad sales.



ZM’s publisher Neil McQuillan will work on new products, and sales

development manager Jonathan Viner is moving to She. Some of ZM’s sales

team were shared with Zest and will continue to sell that title. Others

are likely to move to Esquire brand extensions. Esquire’s publishing

director Kevin Adams wants to add some of the staff to his sales team to

continue their relationship with ZM’s advertisers.



Edwards said: ’We like to test new concepts. This one wasn’t successful

but the subject matter is still valid.’



Esquire is dropping babes from its covers and replacing them with men,

such as Johnny Depp, but Edwards denied this was a bid to attract older

readers. ’We didn’t think the covers reflected the content,’ he

said.



’We’re looking for readers of any age who want more than pictures of

semi-naked women.’



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